👋 The HUGE Difference Between Editing Facebook and YouTube Ads...And What Video Editors Need to Watch Out For...
👋 The HUGE Difference Between Editing Facebook and YouTube Ads...And What Video Editors Need to Watch Out For...
Your production team must treat these as TWO separate videos...
The main difference is pacing and production value.
The concept for the video can be the same. The script can even match word-for-word, but your production team must treat these as TWO separate video projects. And for my in-house video editors, this means double duty...
But trust me, your added effort will pay off 10X.
🏃 Pacing
YouTube - 0.3-1.0 cuts per second
Let's start with the pacing of a typical YouTube ad.
If you build up your swipe file large enough, you start to notice a pattern for these YouTube ads. You'll notice that many of these videos, yes, are ads, but follow a similar story structure to a typical organic YouTube video. The camera work is cinematic, not jarring.
And the editing speed falls below that typical 1-2 cuts per second that are found in countless promos.
Facebook - 1-2 Cuts per second
If YouTube ads are the baseline, then let's inject some speed, watch the movie CRANK, and ride a roller-coaster. Welcome to Facebook Ads.
1-2 cuts per second is your guiding pace throughout your edit when you're piecing together your Facebook ad. I will even go back and time it to see if any clips last longer than 2 seconds - and if they do, trim to 1.5 seconds for safe measure. And then find another clip to fill the gap.
To hell with your story - gimme speed.
💳 Production Value
YouTube - The higher, the better.
As mentioned earlier, the camera work feels more polished. Cinematic is a loaded word, I realize. It feels like it was shot on a nice camera by a professional. Some of the most popular ads on YouTube, like Purple and Squatty Potty by the Harmon Brothers were shot on RED, filmed in a studio, and was given a six-figure production budget.
Lean into your skills as a filmmaker and editor.
Facebook - The shittier, the better.
Take everything you know about filmmaking, audio production, and lighting and kick your film professor in the nuts - you don't need any of it. Grab your iPhone. Scratch that. Tell your boss to go grab THEIR iPhone and have THEM film it themselves.
Facebook audiences resonate with relatable, low-budget videos.
Bring these points up at your next production meeting. Emphasize that if you're going to shell out the cash to run a campaign on both Facebook and YouTube, that you treat as completely different creative assets.
Cheers,
Jordan P. Anderson
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I want to help YOU achieve incredible feats in your creator career.
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